The Football Association (FA) has scored a winning goal with its decision to renew and expand its partnership with Fanatics, a renowned global digital sports platform. This strategic move follows a massive surge in merchandise sales, triggered by the overwhelming success of Euro 2024 that saw England merchandise hitting unprecedented records.
Fanatics will retain its eCommerce rights with the FA, running the official online England Store. Moreover, Fanatics will be in charge of on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. As part of the extended partnership, Fanatics will take on the role of the FA’s official partner in sourcing new licensees, ensuring that FA merchandise maintains its top-notch status across all product categories.
The decision to expand this partnership stems from the phenomenal growth in sales of England Men’s and Women’s merchandise. Fanatics has overseen remarkable milestones since the partnership’s inception in 2018, culminating in the groundbreaking success of Euro 2024, which set new standards for England merchandise sales. The recent debut of the 2024 kit broke previous site records on its launch day, showcasing the immense popularity of FA merchandise.
James Gray, the Commercial Director at the Football Association, expressed his excitement about the renewed partnership, highlighting the significant growth in retail and merchandising channels. He emphasized that the increased revenue generated from merchandise sales allows the FA to reinvest in all levels of the game, benefiting grassroots football and the professional game alike.
Gray underscored the FA’s dedication to providing fans with a seamless shopping experience, whether online or in person. The focus remains on offering world-class merchandise with the widest product range possible, enabling fans worldwide to showcase their passion for the Three Lions and the Lionesses.
The extended partnership cements Fanatics’ position in international football, with existing collaborations with major football associations such as the French Football Federation (FFF), the German Football Federation (DFB), and others. Fanatics also serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed online and event retail for Euro 2024.
Stephen Dowling, the International President of Fanatics, expressed his enthusiasm for the expanded partnership, highlighting the privilege of working closely with the FA. He acknowledged the growing optimism and support for the England teams and expressed eagerness to bring England fans closer to their favorite players and national teams through enhanced merchandise offerings.
This extended partnership between the FA and Fanatics marks an exciting new phase, promising an even greater array of experiences and products for England football fans across the globe. With a shared commitment to enhancing fan engagement and ensuring top-quality merchandise, this collaboration is set to elevate the fan experience to new heights.